Out-of-home ad platform AdQuick is partnering with LiveRamp to target physical and digital out-of-home ads based on first-party data. The targeting is at the group level: marketers send anonymized first-party audience lists to AdQuick, which uses LiveRamp’s identity graph to find locations where the same people or look-alike audiences are most likely to be found. Sales data can also be added to the mix to measure results.
New privacy rules may have stifled some data collection, but data sharing is more popular than ever. Publicis Groupe just launched a self-serve retail media platform that combines on-site ad serving, off-site and in-store ad placements, and results measurement based on sales. It’s a collaboration between ecommerce ad platform CitriusAd and Publicis’ Epsilon agency, whose CORE ID individual identifiers tie it all together.
If you think you spotted a trend of connecting ads with sales results, you’re right. Nielsen is headed in the same direction with its Nielsen ONE Alpha cross-platform measurement solution, which will combine details on ad campaign reach, frequency, and audience characteristics with the advertiser’s sales data. At least, that’s the plan: the features won’t be available in real life until next year at the earliest.
CDP and marketing cloud vendor Zeta Global announced an agreement to purchase LiveIntent, which helps companies do email-based advertising. The deal will let Zeta expand its identity graph, enter the publisher monetization business, and accelerate its mobile and retail media products. Zeta will pay $77.5 million in cash and $172.5 million in common stock, with potential for additional payments based on performance.